Advertising

Account Management / Account Services / Client Services

Voice of the brand / client, middleman between client and agency, makes sure they get what they want

Strategic / account planning

Develops the strategic plan, creates communications brief, works with researcher / does research, voice of the consumer

Creative

Copywriter / Art director, production sometimes

media planning / buying

sometimes seperate from agency, planner decides where and how to do the media, tells buyer what to buy, buyer negotiates and buys the media space.

Advertising

solving problems with creative communications solutions
AND
any paid media meant to promote something

Advertising is a part of what larger system

Integrated marketing communications / IMC

what’s the unifying element that ties all marketing communications together

the brand

what is a brand?

the set of associations and perceptions people hold in their minds about a product, company, or service.

The role/department that conducts or manages the research to eventually, develop the strategy, write the communications brief, and “voice of consumer”

Strategic Planner

What country is the largest advertising market

The United States

what are media planners responsible for?

Deciding where media should be purchased to show advertising to reach a target audience

Political + social speech

Most valued and protected type of speech by government

Commercial speech

Advertising, gets some protection but greater scrutiny

incitement of violence, defamation, obscenity

illegal, no protection from the government

Law

the system of rules that a particular country holds

Ethics

Moral principles + standards that govern the things a person does

False and deceptive advertising

advertising claims that are untrue / misleading to consumers

Puffery

type of advertising speech that is protected, allowed to support the product with wording that is subjecive and consider obviously not something that’s provable or meant to be taken serious.

T or F: Most advertising undergoes a rigorous legal and ethical review process that it must pass before it is made available to a consumer audience

False

Types of advertising regulation

Self- regulation (most common), Government regualtion (comes in after if they determine something is misleading), consumer lawsuits (if a consumer is misled they can sue), media review (when the channel or media host reviews the content)

Central Hudson Test

government regulation of commercial speech

• Is the expression protected by the First Amendment?

  • If yes, ask next

• Does the government have a substantial interest in regulating the speech?

  • If yes, next question

• Does the regulation directly advance the governmental interest asserted?

  • Would our regulation actually help something that the government has an interest in? If yes, next question

• Is the regulation narrowly tailored enough so that it is not more extensive than is necessary to serve that interest?

  • Is this regulation specific enough to this thing so that it won't diminish other advertisers?

Which type of advertising is given the most governmental protection?

Poltiical advertising

which type of advertising is the most (and second most) scrutanized by the government?

Tobacco advertising, followed by pharmaceutical

T or F: If you were promoting a product to social media followers and a company gave you the product for free to try and review, according to FTC guidelines, you need to disclose this relationship to your followers.

True

T or F: When social media influencers disclose their relationships and label their endorsements as ads, consumers are more trusting of the influencer’s claims.

Neither, they’re less trusting at the time but in the end there will be backlash and you’ll be made an example of by the FTC

What is the most common way to regulate advertising in the US?

Self-Regulation

What us legal doctrine provides some legal protection for advertising commercial speech?

First amendment to the US constitution (freedom of speech)

What media company was recently determined by a federal judge to be engaging in monopolistic practices via their digital advertising marketplace?

Google / Alphabet

T or F:  if you were promoting a product to social media followers and you bought it with your own money of your own accord, according to the FTC, you need to disclose this relationship.

False

When media companies like tiktok/meta restrict certain products from being advertised on their platforms, what is that?

Media review

When Gillette promises in its advertising that its razors are ‘the best a man can get’ this is an example of:

Puffery

When the alc industry develops ethical guidelines for how they will engage in advertising their products, this is an example of:

Self-Regulation

Ethical considerations in ADV:

Transparency + Truth: disclosure of promotional intent and avoidance of misleading and false claims
Social responsibility: Promoting in such a way that benefits society, promotes well-being, and avoids harm

Social cause advertising

most big agencies have some resources set aside to do pro-bono work for social causes

Ad council

organization that manages most social cause advertising (pays the agencies) eg. Smoky the Bear

Behavioral targeting

a type of advertising that targets consumers based on their actions in the past

impressions

impressions are an indication of the number of times the media has been shown in total

engagement

some behavior taken that indicates attention or interest in a piece of media from the consumer: eg. clicks

What does GET stand for in the get-to-by strategic development framework

who is the target audience

What does the BY stand for in the get-to-by strategic delopment framework

the overarching strategy and message that the advertising is conveying

When learning about / understanding your audience, what data should you typically start with?

Behavior

Zero-party data

data provided directly to companies from consumers

first-party data

data that the company collects itself (purchases in store)

second-party data

data received directly from another party, with no middleman

third-party data

data that is acquired from a broker who acquired the data from a different resource

What has been used for years by advertisers to track consumers across the internet?

third-party cookies

If you downloaded a brand’s app onto your phone and it passively tracked your purchases and activity, and then that data was used directly by the brand to serve you with relevant ads, this is known as:

behavioral targeting

which of the underlined numbers is which:
Impressions, engagement, Frequency, Reach,

When presenting the media plan for a clients digital advertising campaign, a media planner says that the advertising will be seen by 50% of the target audience an average of 7 times during a one month time period. This will result in the advertising being displayed 500,000 times with an estimated click rate of 10%.

1. Reach: the percent of the target audience that will see the ad

2. frequency: the number of times each individual sees the ad

3. impressions: number of times that the ad will show up for someone

4. Engagement: click rate / number that will engage

Reach

the percent of the target audience that will see your media

frequency

the number of times each individual viewer will see your ad

Earned media

engagement earned by companies through good campaigns by sharing from consumers, etc.

Paid media

engagement gained by paying for exposure from a media channel

Get-To-By

framework for strategy and communication briefs that identifies target audience (get), the objective (to), and the strategy / message (by)

Contextual targeting

putting advertising in spaces where you know consumers who might like your product will be

Top advertising networks

Google, Meta, Amazon

Primary research

research collected by the advertiser

Secondary research

research acquired from a seperate source by the advertiser

Qualitative research

research that defines specific thoughts (found in focus groups, observation)

quantitative research

research found from mass surveys, numbers

Owned media

Media the brand controls, such as posting an ad on the brand's own Instagram

T or F: Most advertising undergoes a rigorous legal and ethical review before reaching consumers.

False

When learning about your audience, what data should you start with, and why?

Behaviors. Demographics aren't always accurate.

Components of a communication brief

Target audience, proposition, support, tone, moments of receptivity

Target audience

Who are we trying to reach, and what do we need to change their minds about to get them to do X?, part of a communications brief

Proposition

The single most motivating and compelling promise we can make to the target audience, part of a communications brief

Support

Why should the audience or client believe the proposition?, part of a communications brief

Tone

How the messaging should sound (serious, fun, etc.), part of a communications brief

Moments of receptivity

When and where we will share the message, part of a communications brief

Three things brands must keep in mind in brand development and maintenance

Differentiation (be different or better), consistency (all messages fit one image), innovation (keep evolving while staying true to the brand)

Product vs. brand

A product is the thing itself (coffee). A brand is how people feel about it (Dunkin' vs. Starbucks).

psychographics

attitudes, values, interests, and opinions of a consumer

demographics

gender, race, location, homeowner status about a consumer

active data collection

data collection that happens that consumers are fully aware they are participating in, eg. surveys

passive data collection

data collection that happens that consumers aren’t fully aware of, eg. third party cookies

walled garden

closed system / software that controls what is / isnt allowed to be shown on it, eg. Google, amazon, meta, for advertising

Advertising development process

Strategic planner: Define problem, research, create communications brief
Media planner/buyer: plan media outlets
creative: develop advertising, produce advertising

test advertising, run advertising and measure results